Dan Kennedy’s Blueprint for One-To-Many Selling | #Sales - Ep. 03

Flex your business with an American Express Business Gold Card.

You'll earn four times membership rewards points on your top two eligible spending categories,

like transit and electronics, each month, on up to $150,000 in combined purchases per year.

Plus, you can now earn three times membership rewards points on flights and prepaid hotels

booked on AmexTravel.com. Terms and points cap apply.
Learn more at AmericanExpress.com slash business-gold. Amex Business Gold, built for business by American Express.
Business taxes. We're stressing about all the time and all the money you spent on your taxes.
This is my bill? Now Business Taxes is a TurboTax small business expert who does your taxes for you and offers year-round advice at no additional cost so you can keep more money in your business. Now this is taxes.
Intuit TurboTax. Get an expert now on TurboTax.com slash business.
Only available with TurboTax Live full service. Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling.
If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast.
This is the Russell Brunson Show. Hey everyone, this is Russell.
Welcome back to the Russell Brunson Show.

Pumped to be here with you guys.

And really excited because over the next 60 minutes, you

guys are going to have a chance to listen in on an interview with my mentor, Dan Kennedy.

Dan is the person that I had a chance to learn marketing from, man, back, I don't know, 15,

16, 18 years ago maybe. It's crazy how I didn't realize I've been in this game that long.
But

when I first got into this business, I was learning from different people and I remember stumbling to Dan Kennedy. I bought his courses, bought his, I signed up for his newsletter and then I started flying to Baltimore three times a year to learn from him and from Bill Glazer.
And, uh, for six years I was in that mastermind meeting and that's where I really learned marketing and business and like the philosophy of success. And it was, uh, one of the most transformational like, um, periods of my entire life.
It was amazing. And, um, I've studied Dan forever.
And when they, when Dan and Bill sold the business, I stopped going to masterminds. I tried to find new masterminds to plug into.
I really struggled finding one that was powerful. So what I did instead is I went and I downloaded, I went and bought every single Dan Kennedy course.
I download them, put them on my phone. And the next decade, I literally listened to Dan Kennedy every single day as I was building ClickFunnels and planning out strategies and everything, I would listen to Dan every day because I wanted his mindset, his ideas in my head consistently over and over and over again.
And Dan is who I've learned probably more about business and marketing than anybody else on this planet. And a couple of years ago, his company went up for sale again.
And some of you guys may have heard this story, but I had a chance to buy Dan Kennedy's company, I think, man, two or three years ago now, which is cool for a couple of reasons. Number one, come on now, how cool is that to buy your mentor's business? That's pretty cool.
But number two is because of that, I have a chance to talk to Dan a lot. And once a month, I have a chance to jump on a call and pick his brain, ask him questions.
And it's a lot of fun. We do that because one of the core products for that business is there's a print newsletter.
In fact, it's called the No BS newsletter. If you're not subscribed yet, you should go get a subscription at nobsletter.com.
But it's a monthly newsletter with Dan just teaching marketing and business and sales and psychology and all. Anyway, it's fascinating.
It's amazing. So every month I have a chance to interview Dan and we pull content out that we're gonna put into the newsletter.
And today, I just got done like 10, 15 minutes ago, I interviewed Dan about one to many selling. And the reason why is because some of you guys know that's what I've been talking about

pretty consistently with our audience

for the last six months or so, right?

Funnel Hacking Live,

last one was all about one-to-many selling.

The Selling Online event is a three-day event

only teaching one-to-many selling.

In fact, if you haven't got a ticket yet,

you should make sure you go to the next one.

I think the next one's coming up in a week or two.

But it's at sellingonline.com.

And we go deep for three days

about how to do one-to-many selling.

And it's one of the most, anyway, it's fun. But the number one question I get is people come to that event and they don't have a traditional business that is used to doing one to many selling, right? Like chiropractors or dentists or doctors or brick and mortar type businesses.
And they come into my world like, I want to learn how to sell online, but I don't understand this whole one to many presentation. How does this relate to me? I've never had a good way to answer that.
I know in my head the answer, but again, I'm not a brick and mortar business. I've never done it before.
And Dan Kennedy for the last 40 or 50 years, that's primarily who he consults are brick and mortar businesses. And he does info product businesses and brick and mortars and he teaches them the same strategies, right? And so this interview, I wanted to ask Dan specifically, okay, for people of traditional businesses, how can one-to-many selling work for them? And you'll find a couple of things.
Number one, if you are a traditional business, you've been trying to figure out that missing piece on how do you link all the Russell stuff with like your, your more traditional business? Like this piece that you learn from Dante will give you like how to bridge that gap between, uh, you know, the, the online world, selling online and, and brick and mortars by learning how to do one to many presentations for a local business, which is cool. But if you're not a local business, Dan still is going to drop so much gold.
So many ideas, so many things that like the nuggets I learned from him 15 years ago that changed everything for me. I re asked him those questions so he'd explain those things to you too.
So this interview is gonna be a lot of fun. It's about an hour long.
And, um, again, we cover a whole bunch of things about one to many selling, um, from the brain of the great Dan Kennedy. So I hope you guys enjoy this episode.
As you're going through it, I want you to think about that, about yourself. Like how do you create a one-to-many presentation because it is the key.
I look at how we grew ClickFunnels, right? I tried to grow ClickFunnels a lot of different ways. And the way that it finally works, I created one presentation.
And I did it on a live event. And I did it on a webinar.
And then I did that webinar 70 or 80 times live. Then we ever greened it.
And it's the key to everything, right? Every new business I create, the very first thing I do is I create a one-to-many presentation and that is the thing that launches the business, scales the business, grows the business and so I don't care what kind of business you're in, you need to learn and understand and master the skill and so there's two ways to do it. Number one, listen to this interview with Dan Kennedy and give you some insanely cool insights about one-to-many selling and number two, make sure if you haven't yet, get your ticket to online event.
So that way you can come and spend three days with me going deep into creating your actual one-to-many presentation so you can sell more stuff to your people. So with that said, I hope you guys enjoyed this interview with my mentor, Mr.
Dan Kennedy. Well, today, what I wanted to talk about, so in the click funnel side of the world, what I've been focusing on for the last like six months with everybody is one-to-many selling and creating presentations and things like that.
And obviously a lot of the people in the info world understand that, but whenever people coming from more traditional businesses come in, they don't see how any of it applies. And so I want to spend time today talking about one-to-many selling, but specifically as it relates to more traditional or local businesses.

And so that's probably the kickoff is just I would love for you to maybe give your thoughts on one-to-many selling and how that works for somebody who's a more traditional business.

Well, so first of all, the actress, Tony Fields, is generally credited with the quote, I've been rich and I've been poor and rich is better. I have made a living selling one-to-one, face-to-face, nose-to-nose, toes-to-toes.
My first job was selling that way. And I have made a living selling to 10 from the front of the room, 100 from the front

of the room, 1,000 from the front of the room, and 10,000 from the front of the room, and

I will tell you, selling to the group is better.

The financial efficiency of selling one-to-many rather than one-to-one is just undeniable. And it actually comes from, to your question, most of what you see that you're familiar you're with in fields like ours in info marketing are really architecture, presentation architecture, and methods that came from what we might call normal, ordinary businesses.
For example, 1950s into the 60s was the golden era in America of home party selling. And so instead of selling one-to-one, companies taught salespeople how to get money in a living room and sell to them.
And so companies like Tupperware and Staley Home Products and all of that derived by this method. And they were all selling ordinary products,

if you will,

that were also sold right down the street, off the shelf,

in the drugstore

or at Sears

or at the mall,

et cetera.

The direct

selling industry

built around

cookware

Thank you. the direct selling industry built around cookware and fire alarms and vacuum cleaners.
A lot of that was one-to-one, but the really smart ones figured out how to do one-to-many. So like the cookware company that Zig Ziglar sold for before he became the Zig Ziglar, most of the people on the call would know if they know him at all.
Their top people figured out how to make a sale, which at the time was about an $800 set of pots and pans, which today would be about $4,500 probably, and then get that happy, enthused customer to invite eight to ten of their friends and neighbors over for a dinner that the salesperson would cook and present with their new cookware.

So the cookware was sold one to many, the many 8 or 10, not 100, but still.

Initially, we'll jump fast forward now. Initially, when Botox first came on the scene, a lot of Botox was sold by cosmetic surgeons and dermatologists and other professionals who could administer it doing upperware-like home parties.
Some of them, they booked people to come into the office. Some actually did the party, did the demo, and then set up shop in a spare bedroom and did the Botox injections for everybody that night.
And so it's been my contention all along that there's very few products or services that one-to-many selling can't be applied to. In some cases, it may not be able to be the entire selling approach, but it can be applied to it.
Two quick examples. I had a real estate broker client for some years who refashioned his business to deal only with real estate investors and buy andand-hold investors, not flippers.

So he would run seminars to educate people about why they should be buying and accumulating rental properties in order to, quote, own their own pensions, unquote. So, but then, once a week, there was an evening for all the graduates to come to, where from the front of the room, he presented properties that were available, that they had listed, of course, that the numbers worked right for investors.
And he would show the property, explain the property, explain the math, and then sell the property with like 10 days to do the inspection, the due diligence and stuff, but essentially sell the property and take

a deposit for it at the back of the room like you or I would sell horses.

And then he would do the next one, and then he would do the next one, and then he would do the next one. and this got so big that in Phoenix,

an old Kenny's shoe store, a great big giant Kenny's Shoe store, which had great corner placement, big parking lot, front of it was all glass, so it had great visibility. We bought that just to run these meetings because we would have 300, 400 people at what we call the Tupperware party on Wednesday nights selling real estate instead of Tupperware.
Second example where this is more common but it is an ordinary business, is the financial advisor business.

Many run free evening workshops, free luncheons, free meetings of one kind or another. they obviously pitched to many at one time

and then they switched to one-to-one closing

by... They obviously pitched to many at one time, and then they switched to one-to-one closing by registering people at the back of the room to come in for consultations.
Chiropractors for manipulation under anesthesia, which was big for a while in chiropractic,

as a substitute for back surgery. I took the real estate model and had chiropractors running evening seminars and signing people up right then and there for their sessions and running their credit cards, restaurants, club memberships.

And so it's really hard to name a legal business, a local Main Street small business that can't devise a sell-to-many opportunity and use the same sell-to-many methods that all these others use and that you and I have used pretty much for our entire careers. I have a friend who's a chiropractor, and when he came in, when I first met him, he was trying to figure out this, like, how do I apply what you're doing, Russell, to my chiropractic? And it's funny, I watched him for years trying to struggle to figure things out, and then he was like, I need to figure out how to gather a bunch of people.
So what he started doing is he would rent out a movie theater, and I remember Star Wars, the new Star Wars came out and he invited all his clinic and their friends and everyone. He ended up getting like a stadium or a movie theater of like 300 people to show up.
And then before the movie got, or when the movie got done, he stood up and did a little presentation and had signed people up for adjustments. And he crushed it with that.
And I thought it was fascinating because, because he asked me, he's like, how, like, how should I gather people together to do a presentation like this? And I didn't really know other than what I do, which is Facebook ads and things like that. I'm curious for more traditional businesses, what's the best way, do you think, or best ways for people to gather a group to be able to do a one-to-many presentation? Well, so there are four really good strategies.
So one is leveraging the enthusiastic new customer and your own customer. And sometimes you can do it by force.
So like for chiropractors, we taught and had many docs doing, and you should tell your doc this, the mandatory new patient orientation class, how to get well faster. And the patient had to come and had to bring a buddy, or they were dismissed as a patient.

So it was a requirement.

So if he got 10 new patients in a week, he was going to have 10 prospects brought to him at a presentation.

It's a strategy that came from Weight Watchers of the 1950s. So often, by force or by excitement, like the cooking the dinner for them example I just gave, you can get the customer to gather the group for you, or you can get the customers to gather the group for you.
Second strategy is the one you described, the non-selling event where either lead generation or selling is actually done. The movie theater tactic, the movie theater application of that is used a lot by martial arts school owners and other type of after-school child education businesses, including music schools.
In our world, Stephen Oliver and Michael Huang, who are both clients of mine and both in martial arts, use it. Orthodontists use it.
Dr. Dustin Burleson, very successful with it.
And now they don't go quite as far as you did, but they will rent the theater often for a, they can have a somewhat related movie. The martial arts people, it's easiest for because there's a series of kung fu panda movies and there's other kind of martial arts related films that come out during the year for kids.
And they'll rent it and they'll invite all the customer families and all their friends and neighbors. And they will, of course, capture their information as they enter and either interrupt the movie with an intermission or at its start give a brief welcome message.
And here's what we do, and there's literature at the back of the room, and then they will offer them a free class, or the chiropractor would offer the exam, et cetera, and sign people up for the next step. They wouldn't go all the way to making a sale.
On a very small level, you have professionals doing this in their offices, where about a particular thing, let's say Invisalign, they will invite patients with teenagers to come and encourage them to bring friends, neighbors, and relatives.

Maybe they'll only have 20 or 30 packed into their office for an evening, but four or five patients were into real money.

So the benign event that is not quite a sales event is the second strategy.

Thank you. event that is not quite a sales event is the second strategy.
The third strategy is the big open house, that there are reasons for customers, clients, or patients to bring folks to where you get a meet and greet opportunity. Again, you may not create a true sell-to-many opportunity, but you will create a market-to-many opportunity.
Alan Reed, a member of ours for many years at Reed's Dairy, does a fabulous job with this once a year with his farm days. And that's hundreds and hundreds of customers come and bring friends and neighbors and relatives.
And they all have data captured in order to enter drawings. And they all meet and greet.
and they're all moved through the dairy store, and they are all signed up if they can be as new home delivery customers. So the big open house.
And the last strategy is the typically non-paid speaking opportunity where you can sell to somebody else's many. And at the local level, there are still quite a few meetings.
There are civic club meetings, welcome club meetings. My wife belongs to a welcome club.
They have a meeting every month, and they have a guest speaker every month. Most of the guest speakers are too dumb to sell.
There's no prohibition to it. Occasionally one does sell and does well.
If you were pretty aggressive about it and you were in a market, oh, the size of yours or, say, one of my local markets, if you were in the Akron, Canton, Ohio local market,

and you were a chiropractor or you were a financial advisor or you owned a restaurant, etc.,

you could probably have a decent speaking engagement every week.

And at most of them, you could put together an offer and you could sell. So those are the four best strategies.
Very cool. Hey, it's Russell Brunson and I have a confession to make.
When I first started in B2B marketing, I thought I needed to be everywhere at once, every platform, every ad type. But guess what? That's not where the magic happens.
The magic happens where the decision makers are, and that is LinkedIn. LinkedIn ads let you target who you want, CEOs, C-suite executives, and 130 million professionals ready to take action.
These aren't random clicks. These are people who are already in the mindset to do business.
With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time.
Here's what blew me away. LinkedIn

ads delivers up to five times the row ads of other platforms. And that's not just a stat,

that's scaling power. Imagine your campaigns turning into a steady stream of qualified leads,

all while your competitors are busy playing on platforms that barely move the needle.

If you're serious about scaling your business, you can't afford to ignore this. Start converting

your B2B audience into high quality leads today. And here's the cherry on top.
LinkedIn is giving you $100 credit for your next campaign. Go to linkedin.com slash clicks to claim your credit.
That's linkedin.com slash clicks. Terms and conditions apply.
LinkedIn, the place to be, to be. Hey, funnel hackers, let me paint you a picture.
You're running a business. Your funnel's finally converting like crazy and suddenly it hits you.
You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience.
The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed.
When it comes to hiring, Indeed is all that you need.

They make it fast, simple, and super effective.

Stop struggling to get your job seen

on those other job sites that bury your listing.

With Indeed Sponsored Jobs,

your post jumps straight to the top of the page

so that the right candidates see it first.

It's just like pulling your job out on a billboard

for the exact person you need to hire.

And it works.

Sponsored jobs on Indeed get 45% more application

than non-sponsored jobs.

Now here's the best part.

We have to go back's the best part. With Indeed, there's no monthly subscription, no long-term contracts.
You only pay for results. And let me tell you how fast this platform is.
Literally in the time that we've been talking right now, 23 people have been hired on Indeed worldwide. Imagine finding your dream hire while your competitors are still waiting through job boards and job boards that don't deliver.
So here's what you need to do right now. Go to Indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility.
That's Indeed.com slash clicks. Support the show, save time, and find your next hire faster.
Remember, when it comes to hiring, Indeed is all that I remember, um, the very first time I got asked to speak at an event and sell in my head, I had this vision of what it was look like. I remember going and doing my presentation.
And then when it got done, nobody, nobody bought, nobody went to the back of the room and it was really embarrassing. I swore I was never going to speak from stage again.
And then I went to another one of your events. I saw the process again.
I was like, I have to learn this.

So I remember buying,

um,

it was your,

your,

I can't remember the name of the,

the course was like,

it was like 50 CDs was huge stack.

And it was all about how to like,

how to speak from stage and how to sell.

And I remember because I remember going through all the CDs and what I

learned was,

was how different it was to give a presentation.

I thought,

I thought I was supposed to like teach people and wow them and show them all the information. Whereas what I learned from you was different about how to structure a presentation in a way to actually get somebody at the end of the presentation to buy the thing.
And I love your thoughts just on an overview of how someone should be structuring a presentation for one to many event to actually get that person to go and buy at the end versus like,

you know, that feeling like, oh, that was really great.

I learned a lot.

Thank you so much.

They don't buy something at the end.

How do you change that? Yeah. So, well, first of all, your experience, it was not my experience.
The first example I saw was very, very successful. And my first attempt was nowhere near as successful as I later developed, but it was a success.

However, your story is one that is quite common.

And I've heard it a lot over the years of, I saw this, I went and tried it, and I got my butt kicked,

and I was humiliated, and I've decided, you know, I'm never going to do that again.

And common because your concept, your thought of how it worked is common. And that is I'm going to tell them all this great information.
I'm going to give them great ideas. Maybe I'm going to demonstrate something.
and then either without a commercial or with a commercial packed on at the end and by the way always rushed and hurried and done as if embarrassed by it person's whole tone and body language and physiology all tends to change when they shift from the 45 minutes of stuff they wanted to talk about and that people seem to be happy hearing through the 15 minutes when they are now trying to sell something they are uncomfortable with

and their discomfort oozes out of them

like the stench of an alcoholic

first thing in the morning.

And the crowd, of course, feels it and senses it.

But that concept simply doesn't work. The big thing to discover and learn is that when you are selling one to many, and really by selling we can mean driving them to the back of the room to buy something or driving them to the back of the room to register for some specific next step.
When you are doing that, being undetected by the audience, the entire presentation from the very first word out of your mouth is a sales presentation. And it is built and engineered to be a sales presentation with a start and a progressive movement forward of agreement with item A, which is necessary to agree to item B, which is necessary to agree to item C, using a typical selling structure within it just as you would use in a webinar or in a sales letter or in an ad.
For example, you might use problem, agitate the problem, discredit all solutions to the problem, present your solution as the only one. Four steps.
It's very common. It's very basic.
And it's pretty reliable. So your whole presentation is that.
Now, the audience still doesn't know that. And when you shift into what you have to offer that they should take home with them or that they should do into your call to action.
There's a little bridge to it, and it's seamless. It's not content, stop, slave on the brakes, turn on the commercial.
It's not like a TV show and a regular TV show, not an infomercial. And a TV show, you know, stops.
And then there are commercials. That's not the way this works.
This is seamless. They don't even really know you've bridged them into the call to action until they're there.

And there's no change in the way you present.

I created a business for a guy at one time,

and I was speaking to a small group of chiropractors and he was the speaker before me.

There were two of us for the day and he was, I don't know, late 60s, early 70s at this time.

Had been at it for a while, was well-known in the profession and beloved in the profession. At one time he worked with Napoleon Hill.
His name was Foster Hibbert. We currently have his nephew as a member, purely by accident.
so I got there early

and

didn't watch purely by accident. So I got there early and sat and watched his presentation.
And he was the most mesmerizing speaker I've ever seen. And I had seen a lot of them.
I have seen a lot of them, and I have seen a lot of them,

and I would still rank him as such.

His ability to captivate and hold an audience was second to none.

Then he got to his offer,

and it was the most pitiful, pitiable thing I'd ever seen in my life. He physically shrunk and probably aged 10 years instantly and stumbled and mumbled like a Biden and said, essentially, his pitch was, I have several of my courses on tape in the back of the room.
They're in that big suitcase on the table, and there's a box there next to it and you can take whatever courses you want and pay whatever you feel you should pay. Thank you very much.
And I turned to my friend who owed the seminar and I said, I know this guy's famous. why I came early.
How in the hell is he making a living?

Because I knew my friend wasn't paying. These were no-fee gigs.
And Rodney said, I have no idea how he's making a living. I know he's not making a good one.
Of course, this is someone speaking on prosperity. He stayed and watched me, and I no longer recall the exact numbers, but I don't know, there were 100 doctors there, and I did, I don't know, 50 grand left from the front of the room.
And he chased me to the coffee shop afterwards and confessed that while famous and beloved and busy as a speaker, principally in the profession for many years, he was barely paying his bills. And I said, I can't imagine you're paying any of your bills.
I mean, that's the sickest thing I've ever seen. And we fixed him.
I created a business for him, and I fixed him. But it wasn't easy.
So some of this is attitudinal. It is, and I don't mean in the sense of positive attitude.
I mean in the sense of how you feel about spelling from the front of the room. So a lot of people have all kinds of hang-ups about why they shouldn't be doing it.
And then it doesn't matter what script they have, and it doesn't matter what product they have or service they have, they're going to fail. So that's kind of an unknown secret.
And then the second thing is the presentation has to be structured and crafted from beginning all the way along to be a sales presentation. You don't get to throw in your favorite joke if that joke doesn't advance the sale.
you were selling the same product or service one-to-one, face-to-face. Would you stop the presentation to tell that joke? And if you wouldn't, you don't get to use the joke.
So there's a discipline to this. We do have, of course, a lot of resources about this accessible to Diamond members, including a program called One to Many Selling.
I have a book on it. It's a simple starter place.
You can get the book and have at Amazon. But the thing about this is, once you get a presentation that works, and you get a you that works delivering the presentation, you have a tremendous asset, and you have a tremendous skill that can be applied to bigger and bigger numbers than where you start and be transferred to media.
So what works selling from the front of the room typically will work selling via a webinar. There are slight differences and slight tweaks.
It'll never work as well because you don't have the group dynamic. You don't have the visible stampede effect.
But it will often work well enough to make you a whale of a lot of money. And it can be evergreen.
You may never need to change it again. God forbid, and I always like to go knock on wood and say a prayer after I say something like this.

But if every dollar I have was wiped out tomorrow and I had no better option,

I could go to the file cabinet and I could get the presentation out

that I used selling a marketing system to chiropractors in 1983, and I could dust it off, and I could get 10 docs in a room somehow, and I could give that presentation, and I could walk out of the room with $10,000 or $20,000. These things, if you have a group presentation that works and you have the ability to deliver it in a way that works, you'll never, ever, ever, ever, ever be broke.
It's interesting when I look back on just the history of ClickFunnels. I don't know if you knew this, but when we first launched, I tried to launch using different websites and funnels and things that people were doing.
And it wasn't until one of my friends asked me to speak at his event and give a presentation. And he's like, I want you to sell a $1,000 version of ClickFunnels.
And I was like, I'm selling a free trial right now. Nobody's signing up.
And anyway, he made me go to the event. So we made a package and put it together and we sold it.
And it was the first time for me I'd ever had a table rush. People were jumping over the tables and running and buying.
And I was like, okay, this presentation, this is how we sell ClickFunnels. And then I went and did that presentation live like 70 or 80 times in a row over the next 12 months, just over.
Any audience I can get in front of, like virtual, in person, like just over and over and over again. And that's what built the whole ClickFunnels business was on the back of one really good presentation.
And it's funny to this day, I got, I got asked to speak in the UK last month and I flew out there and just did the exact same presentation. And sure enough, closed half the room, same numbers, same percentages a decade later, it just, it keeps on, keeps on working.
Yeah. As a side point, what's interesting about that is when you go speak in the UK the first time,

you are almost always counseled by whoever is bringing you in that those customers are different

and that they will respond negatively to American-style, very aggressive selling. And it's a complete lie, just ignorance.
Because your experience is my experience, and it's been the experience of others. The first time I sold there, I didn't change anything.
And I said, you know, I'll be damned if I'm going to change a presentation that I know works and exchange it for a presentation I don't know if it works, because you think the Brits are different, and they're not. And I did a presentation for Frank Miranda, a member of ours, in Italy with the audience made up of people from four different countries, and I had to speak through a translator, which

if you've ever done that, is not a lot of fun, because you have to slow down. And when you speak to sell, by the way, the title of my book is Speak to Sell.
When you speak to sell, which you also know, you speed up. You don't slow down.
you give it to them

for a fire hose

speed You speed up. You don't slow down.
You give it to them.

Drink for a fire hose speed, not slow, pedantic, teaching speed. You don't want them to get it all.
You want them to have a sense that they didn't get it all, so they've got to get it in the box. and it's hard to do humor when it's being translated into four different languages.
But still, other than that, I didn't change anything in presentation content or style or structure. And it didn't matter what country that they were from.
They all bought. And so in the U.S., people will get in their heads, my customers are different.
So they will get from you and me how to structure one of these presentations and deliver one of these presentations and the financial advisor will tell you my clients are more sophisticated and they all have PhDs and they're not going to respond to this. My clients are doctors.
You're never going to see doctors or lawyers stampede to the back of the room. Yes, you will.
And I've done it with all of them. Because it doesn't matter whether they're doctors or even if they're lawyers.
Human nature is human nature. And stimulus and response is stimulus and response.
Behavioral psych is behavioral psych. And so you want the stampede effect.
You want them knocking people down and jumping over tables to get there. You can do it pretty much with any audience.
I spoke once at the Excellence in Dentistry Conference. I think right before or right after the Smothers Brothers, for some strange reason.
We were in a separate conference building, small, not big like you're going to be in Vegas, but a separate thing, not part of the hotel. And so the product tables were actually outside the conference center.
You had to make a pretty sharp right out the doors, and they were on the walkway between the conference center and the hotel.

And there were like 300 dead-a-serties.

And I said, this is no good because people are going to get hurt.

I mean, I'm going to send them all running.

And it's like a four-lane highway squeezing down to a one-lane exit with a right turn in it.

People are going to get hurt.

And they're like laughing at me.

I'm not going to get these dentists to run anywhere, trust me.

Okay.

And we actually had one dental assistant had two fingers broken because she got knocked out and somebody stepped on her hand. And, I mean, people got slammed into the wall and were climbing over each other and waving credit cards.
They said afterwards, the guys that own Excellence in Dentistry, they'd never anything like that before. I couldn't believe it was possible.
But, you know, human engineering, if you will, is human engineering. And it's an important thing for people to learn.
Whether we're talking about seeking to sell and selling one to many or really doing any kind of marketing, foundational stuff that drives it, your business is not different. Your customers are not different.
I have a big poster, Dr. Tom Orent, who's a member of ours, made for me, letters on it that says, but my business is different because so many people say that.
The fact that, and we fight it with new members all the time, the idea that my business is different, my customers are different,

my clients are different. And no, they're not.
It's stripped down to

stimulus and response and behavioral psych. They're all the same.
Every single one of them.

What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells.
Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love.
It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve.
That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop.
Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances.
So Taylor put together this book called The Revolving Pricing Method, and it's awesome. It helps you turn every client you close into a long-term profit machine.
We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul.
Now, here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners.
And if you go over to WealthyConsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off.
And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels.
So go over to wealthy consultant.com slash secrets, grab your 70% off deal. And let's start turning your clients into long-term revenue.
Again, that's wealthy consultant.com slash secrets. Do not miss out.
You get more when you start your business with Northwest registered agent in just 10 clicks and 10 minutes, you get your entire business identity. Get more with Northwest registered agent, more privacy, more guidance, more freedom to run your business from anywhere in just 10 clicks.
Thank you. decades of experience don't settle for less.
Northwest is a one-stop shop for business owners. Get everything from formation paperwork to custom domains and trademark registration all in one easy-to-use account.
Keep your home address private by using Northwest. Use Northwest's address on your formation documents when you hire them to be your registered agent or form your business.
You want more? Get premium mail forwarding to have the physical address separate from your private information. Go to northwestregisteredaggent.com slash Russell and start your business the smart way.
Again, that's NorthwestRegisteredAgent.com slash R-U-S-S-E-L-L. When you talk about one of the big things I learned from you, and it's interesting because I see people who have a chance to speak in front of people, and sometimes they get on stage and they nail it.
Other times they get on stage and they bomb. And a lot of times they don't understand why.

And one of the things I learned about you is just how important it was when you create a presentation that's structured to sell that you follow it to the T.

And I've become very good at that because of what you taught me about that.

But I love you, Shrek, because I think sometimes when we're teaching other things or we're going live on Facebook or doing other types of teaching, we can go down different rabbit holes and tangents. But when you're speaking to sell, when you structure something, you don't want to deviate from that at all.
I'd love for you to talk about that. So, a pet peeve of mine is a lot of what I see put up and done online.
Not adhering to this at all. People winging it, to get an audience together, which is a dollars or time

or reputation expensive thing to do.

And then they sort of jump on and operate with, obviously, little or no preparation.

And to your point, they'll do a webinar, for example,

and they'll do it, let's say, once every three weeks,

drive an audience to it.

And it's not the same. They say different things.
They do different things, which means they don't really know what works and what doesn't work. And this is asinine.
When you go see a Broadway play, it doesn't even resemble the first script. If it's successful, a bunch of really smart people spent an enormous amount of time getting to the first script.
Then they started to try it out and found the dead spots and the spots they thought people would react to that they don't react to. And then they fixed it and they fixed it.
Then they typically go do it off-Broadway with small audiences. And then finally, they have a play that works.
Nobody is going to deviate from that forevermore. If you see the wicked that worked, you're going to see the wicked that works.
And from night to night, nobody gets to improvise. That's not the deal.
And we can say that about anything that is a performance meant to get a response. Leno, almost every week, went to a small comedy club in L.A.
on open mic night in order to test a bunch of the monologue material that he and his writers had prepared for use in the coming week.

And if any of it

killed,

it would migrate

into his Vegas act.

He didn't just

walk out

when the curtains opened

on the Tonight Show

and wing it.

And once he had an act,

Thank you. when the curtains opened on the Tonight Show, and wing it.
And once he had an act for Vegas, and he flew up almost every Friday night and did Vegas, he didn't change that act for months, maybe even years. So a lot of selling success is about discipline and figuring out what works and then having the discipline to perform it and to perform it the same way every time.
Even people who are speaking to persuade, but not actually making a sale, so they have more flexibility, but what you will find is they are all modular, meaning they all have pieces of material that work for them

that they pull out maybe in different order in different situations and deliver then the same way the same time. I, as you might imagine, took a mental bath in the inauguration yesterday.
I watched pretty much from beginning to the end. And Trump has what we call Trump's greatest hits.
He's got pieces of material that he has honed to perfection. And he trots out and delivers them exactly the same way every single time.
Music entertainers sometimes get really grumpy about audiences not wanting to hear their new stuff. You know, Mike Nesmith of the Monkees, who was disaffected and came back, Mike said he couldn't go into a restroom without performing last train to Clarksville, because people want the greatest hits.
and so like Trump has a piece of serial about windmills

ultimately

its end is

Gladys

I know you want to watch your

famous about windmills. Ultimately, its end is, Gladys, I know you want to watch your favorite president tonight on TV.
Sometimes he will substitute. I know you want to watch Wheel of Fortune tonight on TV, but we can't because there's no wind.
And so he does this whole bit about windmills. He does it almost verbatim every time he does it.

And he gets laughs at exactly the same places every single time well that's how you perform when you speak to sell which will include getting laughs by the way um once you get it, and you get it right, the version of my magnetic marketing selling speech that I gave at all the big success event, the AV crew said that they could set their watches by how many minutes in I was going to hit X piece of material every single time. I did that presentation, that version of that presentation, over 800 times.
and I'll bet you if you had transcripts of all 800 you would find three words of variance and if you had them all on video you wouldn't find any physical movement differences gesture differences either so it's one thing if you're building a wanted done and you're going to go give a presentation and you're never going to give it again so it's not a big opportunity still there's reputation issues in a marketplace that have to be considered so you shouldn't take it casually.

What happens a lot online is there's the idea that it doesn't cost anything. So we'll just jump on there and do something.
an awful lot of bad sets

where

they're in front of a flat bookcase,

a wall with an unrelated painting on it.

You're supposed to be a financial expert, and she's doing it in her kitchen.

And you see some really stupid stuff that if people had to spend money to do it,

Thank you. and you see some really stupid stuff that if people had to spend money to do it, it wouldn't happen.
But just because you're not writing a check to a conference center or a TV studio, you are spending time, you are spending audience, You're spending word of mouth. You're spending reputation.
And if you're doing it online and you have any size audience at all, you can be certain that people are going to yak about it in social media after you do it. And if you're crappy at it or it looks lousy, people, that's what they're going to focus on.
So again, you can have the best script in the world, but you haven't got the other elements right. just as you have to be concerned with a room if you're speaking live in a room, I can't tell you the number of times I've arrived somewhere and they have the room set up 100% wrong.
And I have to make them redo the room. So these details matter, and once you figure out what works best in your situation, you want to lock that in so that it's like automatic for you.
You know, Patrick Mahomes, he looks like he's running around playing backyard football with Kelsey out there, but that ain't the truth. Those two guys do extra practice, and they rehearse all those goofy scramble plays.
And Mahomes knows exactly where Kelsey's going to be when a play breaks down because they've scripted it. And he certainly isn't changing his throwing motion randomly every game.
Oh, I think, oh, this week I think I'll throw it with my left hand. No.
People lock in what works for them. They figure out what works, and they put a lock on it.
Yeah. That was one of the most powerful things I've heard you teach that the first time.
And so it's like um i'm probably not quite as clockwork as you but same thing like same jokes same thing same story same and um it's crazy just how simple that is and then what's cool at least for me it's it's like especially when you're first doing a presentation it's like you feel the you feel the lulls you feel the parts that aren't working and you go back and just tweak that and change that. And what we did that worked really well was, um, we were doing webinars.
We do the webinar and then afterwards we'd export all of the comments and see like, Oh, a minute 15 people are getting confused over here. People are asking questions.
It's like, it gave me the ability to know what to tweak and to change. Kind of like you talked about with wicked, right? The first time you're doing the show to the point where it's like, we had presentation that was flawless.
Now it's like now let's just do this as many times over and over and over again, word for word. And it was funny because I spoke at this one big event and there was 9,000 people.
I did the presentation. The next year they invited me back and it was a bigger stadium of like 35,000 people.
And I gave the same presentation and people were like, I can't believe you did the same presentation twice. And I was like, you guys don't understand there are 9,000 people, this one, but now there's three times as many people and probably, you know, the 9,000, maybe 2000 of those actually showed up.
So it's a new audience, even though some of you guys have heard it before. And I also found that, that I would, people would register for the webinar and watch it three, four or five times before they'd be willing to buy.
And so it was like, it was a lot of discipline for me to not want to change it or tweak it, but

by just being consistent with it over and over and over again, that was the secret that built

our whole... Yeah, and by the way, that is a big secret.
So we can close on that. People ought to

hear it. A lot of the purchases for booking an appointment to come in to an advisor or a doctor, a lot of response happens after four or five exposures to the same pitch.
So people will get the same direct mail piece again and again and again.

In financial services, let's take Fisher.

Doug, if they fit a particular demographic profile,

they're going to get that same Fisher piece five times a year.

And a significant number of them will say, anecdotally, they have opened it, they have read it,

they almost responded, and then finally the fourth time or the fifth time, they did with infomercials, TV infomercials, which you can click in and out of. So they have some similarity to web presentation.
We knew statistically from surveys, from talking to customers, that a great many of them watched the entire program, 28 and a half minutes about a mop, four times before they ordered. And so that's how media works,

and that's one disadvantage

of selling from the stage

or selling one-to-one in person

is you don't get to gather them all up again

two weeks later and lay it on them again. You don't get to go to the home or the office, make the presentation, not make the sale and come back next week, sit the guy down and do the same presentation.
You don't have that opportunity. But with almost all media, you do.
And with web media that is on demand access, people can come back on their own, just as you described, and watch it again. and watch it again.
They will. Not everybody, of course, but a significant number of the buyers do.
They are getting to a point of belief through repetition. And you want to take full advantage of that repetition.
And your media strategies, whether mail or email or webinar, etc., your media strategies should provide this repetition opportunity

whenever you can.

We had a Titanium member,

still a member for a long time.

His name's Rod Ipec.

And his info business at the time sold to auto repair shop owners. And he had a little direct mail booklet that worked.
A list of independent auto repair shop owners is not big. It's not a big niche market, which was one of its problems.
But that booklet worked. gee, if only we could get them to read the booklet again and again, they'd buy.
And so for almost two years, we mailed the same booklet to the same list every month. The only thing we changed was the outside page.
We changed the color of the paper and got almost the same response month after month after month after month. I'll give you one more.
A speaker years ago's name was Chris Haggerty, leadership guy. Chris had gotten a big article written about him, one of the airline magazines, Deltas, I think.
And we were on a flight together, and he was telling me that he didn't think he was ever going to have to market for months, because when the article came out, he actually was buried in inquiries from the kind of corporate executives that he needed to book him. And he said, geez, if I could just make that repeat.
And I said, well, why not? He said, well, they're not going to publish the exact same article about me every six months. I said, no, but they'll sell you four pages and you can republish the

same article every six

months. And since you're buying

it, you can tweak it if

you want and you can strengthen the call

to action at the end.

But if I were you, I

would just buy four pages and

make a deal

with the writer and

pay her a little fee and

run the article.

And he did it at least three times. And he got basically the same kind of response each time that he did it.
So repetition in advertising, marketing, and selling is an important factor. Obviously, as direct marketers, we believe in getting it paid for each time, not like brand advertisers get, do it.
But it is important. Yeah.
That's awesome. Well, thank you, Dan.
That was a lot of cool stuff for people switching to one-to-many selling. And I think, yeah, that was amazing.
Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels.
ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer and you can get a free 14-day trial

by going to clickfunnels.com slash podcast right now.

That's clickfunnels.com slash podcast.

ClickFunnels, because you're one funnel away

from changing the world.